I’d like to thank you for purchasing my course, CPA Social Explosion. I am going to show you how to properly use the most powerful ad platform online to make a killing with CPA offers. The FB ad platform offers unique and highly effective targeting and optimization that you simply cannot find anywhere else online. Add that to the fact that it has unparalleled volume in almost any niche makes it easy to understand why it is such a big deal for CPA marketers.

I am going to try to break everything down as simple as possible so that you can hurry and get your own campaigns up as early as today. Please read through everything thoroughly and really soak in this information. Having an understanding of your marketing attack and the FB ad platform is crucial to your success.

Creating Your Master Plan

In this section we will discuss the following:

• An overview of the selling process with fancy diagrams and charts

• Why what we are doing makes sense for long term success • What we need in order to get the process in motion

At the end of this section you will have a clear picture of the selling process and the rationale behind the selling process.

You will understand the benefits of a longer / more engaged selling process and be very excited to build one of your own.

In addition, all of the tools necessary will be discussed so you can have everything you need to make this all work.

The Selling Process

• We are going to be discussing a selling process that makes use of Facebook traffic and Email Marketing to convert CPA offers.

• The most common CPA offers that we will be using are:

• Free Trials

• Lead Gens (Short & Long Form) • Zip Submits • You are not strictly bound to these. However, if above all else, I recommend that you go with anything that is paying you $4+

• This is a very flexible process. If you do not want to use CPA offers you can use Info-Based Affiliate Offers or really anything that you feel can be sold.

Phase One

Here’s what the selling process looks like:

1. Send traffic via Facebook Ads 2. Traffic lands on a “Buffer Page”

1. A landing page with a fun name 2. Can also capture leads on the page 3. Gives us space between Ad & Offer (keep FB happy)

3. Traffic clicks through and is put through a link rotator 4. Traffic lands on one of our offers 5. They convert or leave 6. End of phase one

Phase Two

1. Send Welcome Email 1. Reaffirm 2. Deliver 3. Manage Expectations

2. Soft Sell Value Emails 3. Buyer Intelligence Email 4. Compile Buyer Intelligence 5. Email Sequence Based Off Buyer Intelligence

Why This Makes Sense

• Keep very focused on lead capture

• Removes the “traffic crutch.” • Allows for multiple instances of lead monetization. • Provides you a true asset that can be leveraged for the long term.

• Forces you to stay in ONE market

• Death is in the jumping.

• Makes you become an expert & authentic presence in your market

• CPA marketers seem to forget that the same rules apply here as it would in any problem based marketing situation. Know your market, relate to them, and understand their problems.

• Allows for near friction free conversions

• If you accomplish what is stated above, you will find the whole conversion process pretty simple. I’m not saying you are going to convert the world but you will convert at a significantly higher clip which will give a ton of leeway in terms of ad spend. This means you can afford to not be “perfect” with your ads. Takes a ton of pressure off of you.

The Misconceptions

• Just send traffic • Attack as many verticals as possible

• Direct Link • Market knowledge not needed

What We Need

• A .com domain (most trustworthy extension)

• Brandable • Market Specific • Broad Cover Everything

• WordPress & A Blogging Theme

• A “Marketing” Page Builder & Lead Capture Mechanism

• An Autoresponder

• CPA Account • Facebook Account • Facebook Ad Account • Facebook Page To Market From • Tracking Program (Ideally)

• Link Rotator

• A Stable Mindset & Clear Understanding Of What Paid Traffic Is All About

• The Ability To Research

• FOCUS

• Realizing You DON’T Need To Reinvent the Wheel • Don’t be the trailblazer ... It’s NOT NECESSARY

Closing Recap

• We are focusing on higher paying CPA offers that will be marketed via FB ads.

• The selling process leans heavily on lead capture as a means of asset building, continual monetization, and ad spend leeway.

• It is of extreme importance to pick one market and stick to it. You need to understand the market and be “one” with the market.

• Long lasting success is found in the ability to connect with an audience and communicate with them on a regular schedule.

• At the end of the day you are resolving problems. Look at everything through that lens and your approach will be much stronger.

Before You Move On

• Hold off on a domain name until you have chosen your market. (next section)

• Sign up for Hosting, an AutoResponder, and a Tracking solution if needed.

• Join CPA Networks if needed.

Market Selection, Penetration, & Offers

What Will Happen

In this section we will discuss the following:

How To Enter A Market

How To Pick An Offer

Setting Your CPA Link Up In Your Tracking Platform

How To Pick A Market This is one of the aspects that many CPA marketers get stuck on. Do not make this too complicated. This is a list of things you should carefully consider when choosing a market.

• There are clear problems in the market

• Things are being sold to the market

• There is potential to sell beyond the initial sale

• Ideally within the same sphere we are talking to them in

• Advanced Method – Selling on Demographics (Not Yet)

• Advanced Method – Daily Deals (You Need To Upgrade To Wizard

Status & Be Ok With Taking a Beating On The Front End)

• Real competition exists (do not be afraid)

• Do not waste your time trying to find obscure, hidden niches. A large

majority of the time, this will be a waste of time and not worth the effort. Go

where there is already proven success and stand out. That’s all there is to it.

• Health • Wealth • Education • Insurance • Homes

What That Leaves Us With:

• Health

• Muscle

• Weight Loss

• Medical Issues (Be Very Careful)

• Legal Leads (May Get Stupid Expensive)

• Skin Care – Blemishes

• Skin Care – Wrinkles

• Skin Care – Eye Stuff

• Skin Care – Flabby Neck (It’s Real)

• Anti-Aging

• Cosmetics – General

• Cosmetics – Eyelashes (It’s Real)

• Natural Breast Augmentation

• Male Performance

• Brain / Memory / Productivity

• Hair Loss (Prevention & Regrowth)

• Health

• Muscle

• Bodybuilding

• Lean/Athletic

• Specific Muscles

• Gym Stamina

• Being Attractive

• Sports Performance

• Confidence

• Health

• Weight Loss

• Diets

• Workouts

• Pills

• Cellulite

• Being Attractive

• Looking Younger

• Confidence

• Overall Health

• Cleanses / Detoxes

• Specific Fat “Centers”

• Etc.

• Wealth (Be Careful)

• Biz Opp

• Stocks

• Forex

• Refinance

• Debt Relief

• Work At Home Moms

• Finding a Job

• Real Estate

• Education • Scholarships • Student Loan Forgiveness • Student Loan Consolidation • Student Loan Relief • Online Education • Financial Aid • College Matching & Career Paths ($25 Payout) Market Penetration: Above is a comprehensive list of proven niches/markets. To start, I recommend you choose one and then follow this section to get a firm grasp on it before trying to branch out into others.

• Obtain a level of “authenticity” in your market

• Action Steps:

• Understand your markets:

• Problems

• Big Picture Benefits/Wants

• Language/Tone/Syntax

• Ongoing Conversation In Their Head

WHY?

• Authenticity = Authority = Sales

• Expert DOES NOT EQUAL Authority

• Authenticity is the quickest path to sales

• It is smarter to leverage an expert rather than become one

• Positioning = Authority = Sales

• Increase Authenticity = Increase In Market Knowledge = Expert Status

How To Develop Authenticity

The most important thing here is not necessarily to become an “expert” in your field. It is to get into the mindset of your target audience. They want to know and feel like you are one of them. They want someone who knows them on a deeper level so that they are able to trust you. That is why you should be focusing on the following things.

• Problems

• Big Benefits/Wants

• Language/Tone/Syntax

• Ongoing Conversation In Their Head

Why Do I Want To Focus On These Things?

• You want to be omnipresent in every market

• Most often sit in the world or related to the world of emotions

• Emotions = Sales

You want them to feel like you relate to them, and that you know the way to solve their problems because you are empathetic and/or have been there yourself.

Big Problems

• Hurt Them

• Agitate + Promise

• Their Journey

• Leveraged as a means of differentiation

• Align/Find solution in the form of a product to sell

If you are in a sensitive niche, do not be nice! You want to get people’s emotions riled up so that they FEEL their problems, and then you come in and satisfy them with a solution.

Uncovering Big Problems

• Questions

• Vendors

• They’ve done all the work for you ... Leverage it

• Conversations

• Horse’s Mouth = 100% Accurate Intelligence

When you enter a market, these are the best ways to find out what the big problems are. That way, you know what to research so you can help solve them. Ask questions in the market by going to forums, contact vendors of popular products/courses in the niche, have conversations with people in the niche, and really get into their mindsets. The Domino Effect

Once you spend a good amount of time getting familiar with your market, the following things will come naturally to you. This makes things so much easier and allows you to talk and market to these people without any problems.

• Problem Is Identified

• Wants, Needs, Motivations, Desires Come To Light

• This is the seed of your promise

• You Become Fluent In Their “Language”

• Begins the “one of us” process

• A Profile of Your Target Individual Takes Shape

• Allows you to initiate the Mirroring Process

• Rapport

• Trust

The Idea Of Mirroring

Mirroring is basically the concept of walking in someone else’s shoes. Once you feel like you are one of the people in your target audience, you will then know the proper way to approach them

• Breed Familiarity

• “One of Us” Mentality

• Allows for the Foundation of our Persona

• A Credible Cover Story

• Mirroring + Leveraged Information = “Follow” Worthy = Authority =

Sales

Tactical Steps

• Find & Review product sales pages / affiliate portals related to market

• What are they promising?

• What are the problems?

• Language used?

• Objections overcome?

• Vehicle of change?

• Who are they talking to?

• What questions are being asked?

• Refer to my list of sites to review

• What’s the tone?

• Special words?

• The problems?

• Unique frustrations?

• Desires?

• What discussions are being had?

• Tone?

• Repeating topics?

• Worries?

• Wants?

• Past experiences?

• Language

• Market specific words that repeat

• Tonality

• Anything distinct about their phrasing?

• How they make their decisions?

Putting It All Together

• First, we will create a customer avatar & persona. Map out everything you

know about the ideal prospect in your target audience. Once you have

everything written down, it will be easy to identify and find an angle

of attack.

• Second, we will create a chart

• If we do these correctly, you will have many, many, many angles to

approach your market and have your message resonate. These two

things will really chart the entire process for you

How To Pick An Offer

• Some General Things:

• Payout is greater than $4. I would suggest going higher but there are a

good deal of offers in that price range that fit certain markets very well.

• Make sure the offer page is geared towards conversions and doesn’t look

sketchy

• In an ideal world there would be no exit pops (Only matters for the initial

ad pass-through)

How To Effectively Email Prospects

1. Develop a persona & character

2. Understand your core message & promise of transformation

3. Establish solid first impression in welcome email

4. Highlight your value & personality in value emails

How To Develop A Persona & Character

1. Understand that as an email marketer your job is to entertain and inform. In that order.

2. Understand who your audience is. a. Values b. Fears c. Wants

3. Take an aspect of your personality and amplify it.

a. Your personality multiplied by 1.5

b. Easiest way to do this is with humor c. Be human … show your vulnerabilities d. Be polarizing … You don’t want the “eh” effect

4. Really understand that you are no longer yourself. You are a

character. Ideally, an exaggerated version of yourself.

LEAVE NO ROOM FOR MIDDLE GROUND. YOU MUST BE LOVED OR HATED.

REMEMBER YOUR JOB:

• Educate • Entertain • Inform

The Welcome Email

• The first email a subscriber will ever receive from you

• This is your first impression

• Most successful welcome emails are to the point & firmly establish a reason to continue to look for your emails

Best Practices

• Subject Line o Clear & To The Point o Nothing Clever o Know Exactly What’s Inside Email o Can Use Brackets For Emphasis

• Body

o No Novels

o Introduce Yourself o Thank Them o Explain Your Core Message & Promise of Transformation o Provide Clear Delivery Instructions o Manage Expectations o Optional: Tease at Next Email o Sign Off

• PS

o Cliffhanger / Open Loop For Next Email o Another Chance To Click

Value Emails As part of the process we will send two of these. These time ranges (all Eastern) have worked well for me in terms of engagement. Always test and figure out what works best for your audience.

• 5am – 6:30am • 11am • 7pm – Good for longer content • 11pm • My favorite – 3:30am

Find times that work for your audience and stick to them. No more than two different times. You want to establish routine & habit.

Get them to the point that they expect the email at that time and are looking forward to it.

Sending Sequence

• Prefer weekdays • Each email is sent 1 day later unless stated otherwise

Value Email Moving Pieces

• SUBJECT LINE o Point of subject line is to sell the open

• BODY

o Point of body is to sell the click

• PS o Point of PS is to resell the click o Also, prime them for next email

How To Sell The Open (Subject Lines)

• Benefits (Gain) o How To + Benefit / Desired Result o How To + Benefit / Desired Result Without Something They

Dislike o Straight Up Stating of Main Benefit

• Questions (Curiosity)

o Establish topic/hook of email and build questions around it § Did you know § Is it possible § Can you do it § Do you qualify § Have you seen this

Value Email – Body Structure What you are ultimately looking to accomplish with these are the following:

• Prove your worth • Establish you should be followed • Connect with the audience • Build rapport, trust and goodwill

Easiest way to do this is by providing no strings attached helpful content. Also make it very clear that the lines of communication are open. Encourage discussion. Basic Body Structure

1. Your Intro 2. Email’s Goal & Objective 3. What You Have To Get Them There 4. Why It’s Important 5. Close It Out & Prime For Next Email 6. Optional: PS Passive Sell

Types Of Value

• Blog Posts

• Videos

• 3rd Party Value (host on your site if possible)

You don’t have to keep the value directly about what got them on your list but keep it in the ballpark.

Welcome Email Example Subject: [Sensitive] Your Tactical Flashlight Coupon Body: If you’re reading this that means you don’t have your head up your ass… Blind to the garbage that’s taking place right outside your window. You’re one of the smart ones. Congratulations. My name’s Jeff Olsen (I’m already on a list so no need for an alias right?) Be long gone before FEMA comes knocking anyway. And like you I see the value in being prepared. Because when that moment comes it’s just you, your family and whatever skills & plans you’ve been putting together for that exact moment. (By the way here’s that coupon I promised you for the tactical flashlight: LINK … Hell, watch your eyes, the thing will blind you … which is why I love it.) Let the idiots wait for “our protectors” to come help… We’ve seen how well that worked out with Katrina & Sandy. People like us don’t wait for help … we take charge of our family’s safety. And in the emails I’ll be sending you (two or three a week) you are going to get exactly what you need to ensure your family’s safety. For example, tomorrow you will get the most important aspect of survival preparation … Almost everyone ignores this and it’s why they are nothing more than moving targets for people like me. Know what it is? Take a guess … reply to this email with your answer. I bet you will not get it. Until tomorrow… Be vigilant & remain prepared, Jeff Olsen PS. Here’s that link to your coupon: LINK These guys run out of stock fast so go grab yours before everyone else has made a run on them. PPS. Don’t reply to this email with water as your answer. You’re more prepared than that … I hope.

Value Example Subject: [Easy] How To Fail Your Family Body: What did I say last email? Don’t respond with water. What did people do? Now we know who’s going first … That easy to be swept away and taken. Bunch of mouth breathers … I swear … Here’s the answer to yesterday’s question in the form of another question: Ever hear of stress induced psychosis? How about stress induced anxiety? Think you’ll be able to make life or death decisions when you’re bat shit crazy and hearing voices? Is that the type of person you want to be when it comes time to stand your ground? Will that really be how you and your family go out? No better than some loon in a straight jacket? While everyone is loading up on food, protection and scouting the perfect bug out location … They are ignoring the fact that they are not mentally strong enough to deal with a real SHTF scenario. Unless you’ve been through boot camp and gotten your hands dirty … you’re not ready. That first time you might have to pull a trigger you will tense up and start second guessing … I mean really who wants to take another person’s life? However, that question just got you killed. And your family’s next. Prepare your mind. Read this: LINK It’s from a combat tested marine. And unless you’ve been shot at, shelled and lived in the pits of hell … he’s got something to teach you. You don’t want to freeze when things get real. Be vigilant & remain prepared, Jeff Olsen PS. Here’s that link to your coupon for the tactical light: LINK These guys run out of stock fast so go grab yours before everyone else has made a run on them.

Don’t message me when they are sold out … If it got to that point it’s clear you are not serious about being prepared. I don’t want to hear it.

Advertising On FB

In this section we will discuss the following:

• Ad Types

• Targeting

• Ad Construction

• Making Decisions

Ad Types

• Desktop Newsfeed

• Website Conversions (Usually)

• Let Facebook Bid / Optimize

For CPA marketing purposes, you generally want to stick with the desktop newsfeed placement. Yes, mobile can get you cheaper traffic and higher CTR’s. However, most of the time it will not convert as well so you want to at least start off with just desktop newsfeed. However, this is just a starting point when you start a campaign. When you find a winner, you will want to

start experimenting and testing other placements to see if you can scale up that way. Website conversions should be the objective as that will allow FB to optimize properly for conversions. This is different from many eCom niches where PPE would be ideal to start. You do not necessarily want to create viral, conversational ads. You want to connect personally with the target prospect. Targeting

• The strategy is go after the low hanging fruit / easy wins first

• After that you can branch out and tackle bigger audiences

• We will mainly be using Audience Insights for our targeting

• Everything starts with 1 or 2 root interests and flows from there

• Don’t overcomplicate it

Helping With Targeting

• Amazon

• Page List

• Magazines.com

• Google

• Facebook Auto Suggest

Use Audience Insights to find interests worth targeting. That is how I find

my interests 99% of the time. Nobody knows FB better than FB, and they

have the data that will help you the most.

What We Are Lookng For

• Influencers

• Brands

• Products

• Books / Magazines

• Groups

• Hyperactive Pages

Ad Construction Imagery

• Bright / Contrasting Colors & Text

• Bright / Contrasting Colors & Relatable Individual

• Bright / Contrasting Colors, Text & Relatable Individual

• Lifestyle Imagery

• Main Message / Hook

• An Image That Represents The Audience

• Places

Where To Find Images/Best Image Types

• Bing.com/Images

• Reddit/r/cutouts

• An Image That Represents The Audience

• Images of the items

• Emotional Images - Doom

• Places

• Dollar Photo Club

• Reddit/r/cutouts

Running The Ad

• Power Editor

• Website Conversions

• New Ad or Existing Post

Cutting An Ad

• First $3 cut if you have no social interaction and/or no clicks

• First $5 cut if CTR Below .7%

• Cut any ad immediately if you spend 3x the offer payout

How FB Works

• 24 Hours – Expensive & Numbers Won’t Tell Full Story

• 48 Hours – Things Begin To Stabilize ... May Still See Odd Spikes

• 72 Hours – Things Are Now Normal & This Would Be The “True”

Performance of Your Ad

Scaling

• Increase Budget By 50% Every 48 Hours

• Continue To Do This Until The Numbers Start To Slide. Readjust Budget

To Amount That Allows For Profit.

• Create Lookalike Audiences From Your Pixels (500+)

When scaling, it is important to not get too ambitious as you need to let the

FB ad platform optimize. Scale slowly when increasing your budget, and

only increase by 50% every 48 hours. Lookalike audiences are key to scaling

up. Once you reach 500 conversions, create a lookalike audience from that

pixel and then run another ad to that lookalike audience.